Advances in Social Science, Education and Humanities Research, volume 378 6th International Conference on Education, Language, Art and Inter-cultural Communication (ICELAIC 2019) Study on the Publicity Translation Strategies of China’s World Cultural Heritage Against the Background of “the Belt and Road Initiative”*

Guanqiao Fang Equipment Manufacturing Vocational and Technical College , China

Abstract—The implementation of the strategy of "the Belt new engine for the development of tourism. Liaoning, one of and Road Initiative" has provided an effective regional the 13 provinces designated by the Silk Road Economic Belt, cooperation platform for the political, economic and cultural is an important window for the development of the north, and exchanges between China and the West. The tourism industry in has 6 world cultural heritages, second only to Beijing. As "the China has been developing vigorously. Many foreign friends birthplace of one dynasty", Shenyang, the capital of the want to know about China. The publicity materials of China's province, has attracted the attention of foreign friends. Three world cultural heritage are particularly important. The publicity world heritage sites, Shenyang Palace Museum, Zhaoling translation of China's world heritage sites can accurately convey and Fuling Mausoleum, are located here. The the knowledge contained in the tourist attractions and translation materials of these scenic spots play an important demonstrate China's extensive and profound traditional culture role in the transmission of historical and cultural information through annotated translation, foreignization, free translation and other methods. Through cultural exchange and and urban culture. communication, it can increase the attraction, and play a positive role in promoting the sustainable and stable development of II. DEFINITION OF PUBLICITY TRANSLATION AND social economy and ecological culture. TOURISM PUBLICITY TRANSLATION

Keywords—the Belt and Road Initiative; world heritage; A. Publicity Translation publicity translation Baidu gives the following explanation for the term "外宣" (wài xuān), that is, to complete the translation of foreign I. INTRODUCTION publicity materials. Combined with the relevant theories of The "the Belt and Road Initiative" was put forward by communication, it is concluded that the English translation of " President Xi in the context of peaceful coexistence between 外宣" (wài xuān) is "publicity" or "global / international neighbouring countries and China and strengthening communication". The essence of the definition of the term for cooperation with China. The unique geographical advantages publicity is to strengthen the communication and exchange of China's coastal areas make China's main economic with foreign countries, not limited to the mutual transformation resources concentrate here, and some of its resources are between languages. Publicity translation is for communication mainly attached to foreign imports. Therefore, extensive and exchange. development of economic cooperation with the countries along "the Belt and Road Initiative" and jointly creating a common B. Tourism Publicity Translation political, economic and cultural development is an effective way for China to explore economic growth. "Vision and Tourism publicity materials include scenic spot Action to Promote the Construction of the Silk Road introduction, guide commentary, scenic spot introduction on Economic Belt and the 21st Century Maritime Silk Road" official website, public signs, brochures, and travel agency released in 2015 has a great role in promoting the development publicity materials. The main audiences are people whose of tourism. Through a series of measures such as increasing the mother tongue is not Chinese. It is to show them Chinese construction of tourism infrastructure, signing cooperation customs, historical buildings, traditional customs, allusions and agreements among countries along the belt and road, people in legends. The purpose is to introduce China's excellent history countries along the belt and road can better understand each and culture, broadcast the good voice of China, stimulate other, better promote economic exchanges, and achieve global foreign tourists' interest in China, promote cultural exchanges rebalancing. "The Belt and Road Initiative" has provided a between China and the West, and enhance China's international status. *Project: This paper is a phased research achievement of "Study on the Multicultural Establishment of College English under 'the Belt and Road Initiative'" (2019XH-85), a research project of the Liaoning Institute of Modern Distance Education in 2019.

Copyright © 2019 The Authors. Published by Atlantis Press SARL. This is an open access article distributed under the CC BY-NC 4.0 license (http://creativecommons.org/licenses/by-nc/4.0/). 479 Advances in Social Science, Education and Humanities Research, volume 378

III. PUBLICITY TRANSLATION OF CHINA'S WORLD governments attach great importance to it. Various provinces CULTURAL HERITAGES and cities have issued policies to open up new horizons for tourism development and create excellent tourism culture. A. Significance of Publicity Translation of World Cultural "One palace and two " in Shenyang, the capital of Heritages Liaoning Province, are welcoming tourists from all over the World cultural heritage is the best witness of human beings world with outstretched arms. The translation materials of in the historical development and change and the creation of these scenic spots are also playing an important role in human civilization, and the highest level of cultural protection conveying the traditional culture of the Chinese nation. and inheritance. The Convention for the Protection of the World Cultural and Natural Heritages has made positive A. Explanatory Translation contributions to the rational protection and restoration of the Due to the differences between Chinese and Western common heritage of all mankind. Due to the over development cultures, for some idioms and allusions from China, if they are of economy, natural disasters, environmental pollution and translated only from the literal meaning in the way of Pinyin, other reasons, the buildings representing the splendid culture they cannot transfer the cultural information expressed in the of human beings, the historical wonders formed in hundreds of language well. The audience lacks the understanding of millions of years, and the archaeological sites with outstanding Chinese culture and will feel at a loss. Therefore, the translator value are increasingly damaged to varying degrees. It is the should consider the cultural background of the other party on requirement of the times to protect the world cultural heritage. the basis of retaining the meaning of the original text, flexibly The Chinese government attaches great importance to the work increase the introduction of relevant background information, of translation services. The National Standard of the People's supplement the relevant historical background on the basis of Republic of China: Translation's Service Specification was Chinese, make necessary introduction of allusions, and issued by the China Compilation and Translation Bureau and transmit the traditional Chinese culture in a more acceptable China Foreign Translation Publishing Company, which way to the audience. adopted the expression in DIN2345 that conforms to China's national conditions, standardized the industry behavior from Example 1: Guanju Palace (Shenyang Imperial Palace) the perspective of standards, and guaranteed the translation English translation: The palace ranked first among four quality. palaces, where the Concubine Chen, Hailanzhu lived. Hailanzhu was married to Emperor Huang-taiji at her age of 26, B. Principles of Publicity Translation of World Cultural and she was favored by the emperor. In 1637, she gave a birth Heritage to a boy, who was nearly, conferred prince imperial. But the According to the above specification and the characteristics boy stayed in the world for only six months. Concubine Chen of China's world cultural heritage, the publicity translation of was sorrow and died at 33 because of illness. She was post- China's world cultural heritage should follow the following humously conferred "Imperial Concubine Min Hui Gong He rules: first of all, the publicity translation of China's world Yuan". cultural heritage is to transmit China's traditional culture to the The palace ranked first among four palaces, where the outside world, so it is necessary to follow the principle of Concubine Chen, Hailanzhu lived. Hailanzhu was married to "faithfulness, expressiveness and elegance" put forward by Emperor Huang-taiji at her age of 26, and she was favored by Yan Fu. At the same time, publicity translation needs the emperor. In 1637, she gave a birth to a boy, who was translators to be familiar with the application of the principle nearly, conferred prince imperial. But the boy stayed in the of "three close", that is, close to the reality of China's world for only six months. Concubine Chen was sorrow and development, close to the needs of foreign audiences for died at 33 because of illness. She was post-humously conferred Chinese information, and close to the thinking habits of "Imperial Concubine Min Hui Gong He Yuan". foreign audiences. The translation of foreign publicity conveys the information under the guidance of the general policies of The above passage is the introduction of Guanju Palace, the Chinese government. It should take the reality of China's Shenyang Imperial Palace. It introduces the position of Guanju development as the starting point, combine the thinking habits Palace in the harem, the reasons why Hailanzhu was favored of foreigners, and display the current news, cultural and died. The basic information includes Hailanzhu's life and development and tourism information of China to the audience important age nodes, but why it is called Guanju? It should be in the form of text, so as to spread the traditional Chinese easy for Chinese to understand this, but foreign tourists have culture. no idea. Therefore, this translation should also give a brief introduction to Guanju.

IV. INSTANCE ANALYSIS OF CHINA'S WORLD HERITAGE "Guanju" comes from "Guofeng · Zhounan · Guanju". "关 PUBLICITY TRANSLATION AGAINST THE BACKGROUND OF 关雎鸠，在河之洲，窈窕淑女，君子好逑" (guān guān jū jiū ，zài "THE BELT AND ROAD INITIATIVE" hé zhī zhōu ，yǎo tiǎo shū nǚ ，jūn zǐ hǎo qiú), which is a The Silk Road Economic Belt brings together the world's love song describing the love between men and women. With best tourist resources, including 80% of the world's cultural the two characters "关雎" (Guanju) to express her position, it heritage. It's the most dynamic and potential gold tourism in can be seen Huang Taiji's preference for her. English the world. Because of its great influence on the tourism translation is as follows: development of provinces and cities along the line, local

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The waterfowl would coo To some extent, they have unique meanings and cannot be expressed by words in other cultures, or cannot reflect the Upon an islet in the brook. cultural information carried by the language. Generally, A lad would like to woo transliteration or transliteration plus free translation are directly used in the translation of foreign publicity. A lass with nice and pretty look. Example 4: Rigui and Jialiang

Transliteration is used to express cultural words in the The waterfowl would coo target language, preserving national characteristics and charm. Upon an islet in the brook. Example 5: Great Administration Hall(Congzhendian) A lad would like to woo Great Affairs Hall (Da zhendian) A lass with nice and pretty look. Ten Princes Pavilions (Shiwangting) The whole passage has ending rhyme, which is catchy to Tranquility Hall (Qingninggong) read. With the singing of birds and the love of each other, it associates the image of ladies accompanying gentlemen. It sets Book Source Pavilion (Wensuge) off Huang Taiji's true love for Princess Hailanzhu. Through Good Descendant-benefiting Hall (Jiayingtang) poems, foreign tourists will have a deeper understanding of the origin of "Guanju". Emperor Taiji, the emperor of Qing Prosperity Admiration Study (Yangxizhai) Dynasty, was a man of love and righteousness. Transliteration and annotation are adopted in the Example 2: Ziqidonglai (Phoenix Tower, Shenyang translation of buildings. Foreign tourists can not only Imperial Palace) remember Chinese signs, but also understand the cultural connotation of the buildings. The Phoenix Tower of Shenyang Imperial Palace is hung with a horizontal plaque of "紫气东来" (zǐ qì dōng lái). It comes Example 6: (Qingninggong) The zigzag beds, made of mud from the legend of Laozi passing through Hangu Pass. In terms and brick and with fire and smoke tunnels were called "Kang" of Taoism, it is explained that the Qing regime of Beijing in Chinese and were mad along the south, west and north began in the imperial palace of Shengjing in the East. In the house walls. English guide words of Shenyang Imperial Palace, the The zigzag beds, made of mud and brick and with fire and translation is as follows: a board hand up on Phoneix Tower, smoke tunnels were called "Kang" in Chinese and were mad on which Emperor Qianlong implied "Ziqidonglai", which along the south, west and north house walls. meant the in Beijing immigrated from Shengjing. If it is translated only in pinyin, foreigners will not understand In the translation, the transliteration of "Kang" is retained. it. If "The purple air comes from the East — a propitious On this basis, "made of mud and brick and with fire and smoke omen" is added after pinyin, a simple explanation of cultural tunnels" are added to explain to the audience in case they do background can better convey the origin of these four words not know what "Kang" is in Chinese traditional culture. It is than simple pinyin. believed that reading the instructions here will meet their needs for understanding Chinese traditional culture. Such Example 3: Rich water should not be let out of one's own transliteration plus interpretation clearly explains the fields - Benefits should always be kept for one's own people. (Shenyang Zhaoling Square City) connotation of culture-loaded words. If "万" of "万字炕" (wàn zì kàng) is translated into a number, it will cause a lot of The packway pavement of Shenyang Zhaoling Square City confusion for the audience. According to the meaning of the inclines from the outside to the inside, which is introduced as source language, the translator chooses "zigzag" which is "Rich water should not be let out of one's own fields. - similar in meaning in the target language to express the Benefits should always be kept for one's own people". characteristics of ancient Chinese interior architecture more Especially the second sentence better explains the meaning of vividly, so as to facilitate the readers to better understand the this Chinese idiom. Meanwhile, it also shows Huang Taiji's meaning of the source language. psychology to be sensitive to people's needs. Future generations can use such words to evaluate Huang Taiji, which Example 7: (Qingninggong) Now notice the pole standing shows that he was a king respected by the people. right in the middle of the courtyard. This red pole is called Suolun Pole, or Holy Pole. B. Foreignization "Suolun Pole" is a tool used by to worship In essence, the translation of world cultural heritage is the heaven. Manchu people think that crows can save their Chinese-English translation, while foreignization retains the ancestors' lives. In order to thank crows, Nurhachi told the features of the source language in terms of language form and whole tribe that they would never kill crows. Therefore, there culture to the greatest extent in the translation, so that readers is a legend of crow saving people in Manchu culture. Here, the can have a deeper and more real feeling of the language and transliteration of "Suolun" is preserved, followed by the culture in which the works are located. There are many unique explanation of "holy". On the basis of accepting traditional cultures and phenomena in the world cultural heritage of China.

481 Advances in Social Science, Education and Humanities Research, volume 378 culture, the audience can understand deeply why Manchu material and spiritual civilization of China for 5000 years. In people respect crows. the government work report in 2017, when referring to "the Belt and Road Initiative", Premier Li Keqiang pointed out to Now notice the pole standing right in the middle of the solidly promote the construction of "the Belt and Road courtyard. This red pole is called Suolun Pole, or Holy Pole. Initiative", stick to joint discussion and joint development, and Phoenix Tower is a pavilion-type structure with three strengthen exchanges and cooperation in the fields of upturned eaves and glazed tiles. It was the tallest building in education, culture and tourism. Under the strategy of "the Belt Shenyang at that time. It is amazing watching sunrise in the and Road Initiative", the publicity translation of world cultural morning on the tower and Phoenix Sunrise is one of the heritage will convey the essence of Chinese culture to other famous Eight Fascinating Scenes in Shenyang. peoples. While establishing national prestige, it will better promote the policy communication, facilities linkage, smooth Example 8: Phoenix Tower is a pavilion-type structure trade, financial integration and common aspiration among the with three upturned eaves and glazed tiles. It was the tallest countries along "the Belt and Road". building in Shenyang at that time. It is amazing watching sunrise in the morning on the tower and Phoenix Sunrise is one of the famous Eight Fascinating Scenes in Shenyang. REFERENCES A pavilion-type structure with three upturned eaves and [1] Wan Xin. Research on the Publicity Translation of China's World glazed tiles is a traditional Chinese architectural style. Here, Cultural Heritages — Taking Henan World Cultural Heritage as an the architectural style features are described in detail. The Example. Zhengzhou University, May 2018. (in Chinese) eaves are upward, the glazed tiles are inlaid, and the pavilion [2] Bian Xin. Translation of Tourism Publicity from a Cross-cultural structure has three stories. One sentence accurately expresses Perspective. Harbin Institute of Technology, July 2013. (in Chinese) the architectural features of the Phoenix Tower. The last two [3] Huang Youyi. Adhere to the Principle of "Three Approaches to sentences mainly introduce the location of Phoenix Tower in Publicity" and Deal with the Difficulties in Translation of Publicity. Shengjing at that time. But in the translation, Shenyang is used Chinese Translation, No. 6, 2005. (in Chinese) to replace Shengjing twice. The Chinese know the origin of [4] Zhang Junying. Study on the Strategies to Improve the Translation Quality of Liaoning Qing-dynasty Cultural Tourism Publicity. Journal Shenyang City, so they can see it very clearly, but the foreign of Shenyang Institute of Engineering, July 2017. (in Chinese) tourists who know little about Shenyang will be vague, and the [5] Yin Ke, Wu Tiejun. Domestication and Foreignization: Study of China's use of Shengjing is more reasonable. Publicity Translation Strategies in Globalization. Comparative Study of Cultural Innovation, May 2018. (in Chinese) C. Free Translation When the cultural differences between the source language and the target language are large, in order to better achieve cross-cultural language communication and cultural exchange, the internal meaning of Chinese to be expressed can be more clearly conveyed through free translation. When introducing the Grand Qing Gate, also called Meridian Gate, the translation is as follows: Grand Qing gate, also called Meridian Gate because the emperor considered himself as the son of Heaven and the palace should be the center of universe. Therefore, the gate was named Meridian Gate. (Original text: 大清门，又称子午门， 因为皇帝认为自己是天子，宫殿应该是宇宙的中心。所以这门名叫子午 门) "Meridian" means the meridian, the primary meridian, which is the 0 degree longitude, is generally recognized as the starting line of the world's calculation of longitude. The arc that passes through the earth's two poles and intersects the equator directly is the meridian. The ancients took "Zi" as the due north and "Wu" as the due south. Through free translation of "Meridian Gate", it shows the cultural connotation of Meridian Gate in geographical position and meaning.

V. CONCLUSION China's world heritage is the core carrier of culture under the strategy of "the Belt and Road Initiative". It is an important part of Chinese traditional culture and regional culture. Each world cultural heritage has its unique cultural imprint, which has universal historical value and cultural value. It carries the

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